is seeking to make its online lingerie proposition much more intimate by focusing on personalised recommendations.

The ecommerce firm said it has partnered with personalisation specialist RichRelevance to curate the experience for each shopper based on customer’s preferences and the retailer’s own expertise.

The technology will allow the retailer to up-sell and cross-sell merchandise to increase sales and average order value, while at the same time creating a more engaging shopping experience for customers. head of web and insight Tom Fitzgibbons said it will be able to tap into RichRelevance’s existing customer data and shopping patterns, which it will combine with its own data analytics to deliver personalised offers to customers.

Figleaves has 1.2m visitors to its site each month and will use the new capabilities to recommend seasonable products to customers selected from the thousands of lingerie options offered on its site.